Question 1

On a cost-per-thousand (CPM) basis, the process of running Web ads

Accepted Answer

CPM is the cost of reaching one thousand people with an ad, and it is a standard metric for comparing the cost-effectiveness of different advertising channels. Generally, Web ads have a lower CPM than traditional media because they can be targeted more precisely and have a wider reach. Therefore, running Web ads compares favorably with traditional media in terms of cost-per-thousand.

Question 2

Which type of Internet advertising is now the most prominent?

Accepted Answer

Paid search advertising, also known as pay-per-click (PPC) advertising, is now the most prominent type of internet advertising. It is an effective way to reach potential customers who are searching for relevant products or services online, as it allows advertisers to bid on certain keywords or phrases and have their ads displayed at the top of search engine results pages. This type of advertising is commonly used by businesses of all sizes due to its ability to deliver measurable results and a high return on investment (ROI).

Question 3

An advertiser for a weight-loss product decides to use paid search.This means that it

Accepted Answer

Paid search involves paying websites and portals to place ads in or near certain lists of search results. This is how the advertiser for a weight-loss product would use paid search.

Question 4

A ____ provides information about an organization and its products or services in detail, often acting as a virtual brochure.

Accepted Answer

A corporate/brand home page is specifically designed to provide detailed information about an organization and its products or services, making it a virtual brochure for potential customers. A consumer blog may provide information about a company, but it is typically more focused on individual experiences and opinions. A search engine optimizer is a person or tool used to improve a website's ranking on search engine results pages. A virtual mall is an online shopping platform that hosts multiple retailers.

Question 5

Academic research indicates that adding animation to an online ad increases the level of click-through, recall, and favorability.This is particularly good news for which type of digital/interactive media?

Accepted Answer

Adding animation is most effective for rich media/video and audio, as it allows for more dynamic and engaging content. It may have less impact on static display/banner ads, corporate/brand home pages, or splash screens.

Question 6

Which social media website has taken an active role in welcoming advertisers by offering a media kit for setting up and launching an advertising brand location?

Accepted Answer

The answer of Which social media website has taken an...

Question 7

With the increase of digital telecommunications devices, mobile marketing can take many forms.One interesting finding is that IBP communications through mobile devices

Accepted Answer

The passage states that mobile marketing can take many forms and that IBP communications through mobile devices show surprisingly high recall. This suggests that consumers are able to remember and recall these types of communications, indicating their effectiveness. Therefore, option D is the best choice. Option A is incorrect as the passage does not suggest that mobile marketing is more annoying than pop-up ads. Option B is incorrect as the passage does not mention television formats specifically. Option C is incorrect as it contradicts the concept of permission marketing, which is the idea of obtaining explicit consent from consumers before sending them marketing messages.

Question 8

Social media offer unique opportunities for advertisers who understand their demographics.For instance, the largest demographic group using ____ is made up of 35- to 54-year-olds, and the fastest growing group is made up of those aged 55 and older.

Accepted Answer

The demographic information provided points towards Facebook as the platform in question, with the largest age group being 35- to 54-year-olds and the fastest growing group being those aged 55 and older. Twitter, MySpace, and YouTube do not have the same age profile as Facebook.

Question 9

How are rich media/video and audio different from other Internet technology used for advertising?

Accepted Answer

Rich media/video and audio differ by streaming video or audio when the user's mouse passes over the ad, enhancing user engagement through interactive content.

Question 10

An Internet user wants to move from one website to a related one.She requests the new page by clicking on a link, but then an ad message flashes in front of her while she waits for the page to be loaded.What type of advertising is this?

Accepted Answer

Splash screen advertising is a type of online advertising that displays an ad message over the entire screen while a page is loading.

Question 11

In all of its forms, e-commerce is actually

Accepted Answer

E-commerce involves selling products or services directly to consumers over the internet, which aligns with the principles of direct marketing.

Question 12

Through ____, the Internet is currently the only mass medium capable of customizing a message for thousands or millions of receivers.

Accepted Answer

Email addresses allow for the customization of messages to individual recipients, making it possible to tailor content for thousands or millions of receivers.

Question 13

Widgets are software modules that allow users to

Accepted Answer

Widgets allow users to customize and receive specific consumer information regularly, enhancing their personal experience.

Question 14

The annual numbers show very clearly that ____ account for the overwhelming majority of e-commerce sales transactions.

Accepted Answer

The answer of The annual numbers show very clearly that...

Question 15

You are the marketing manager of a small corporate airline that handles business flights for executives and celebrities, but also specializes in group charters to major sporting events, concerts, and festivals.To reach businesspeople as well as affluent fans on the Internet, you will have to avoid the usual fare because these two target audiences ignore most advertising and hate distractions.However, they do tend to take note of online videos.So where should you put your advertising money?

Accepted Answer

Viral marketing through online videos is the best choice to reach the target audiences. Businesspeople and affluent fans tend to watch and share viral videos, making them more likely to remember and engage with the airline's brand. Additionally, viral marketing can be more cost-effective than traditional advertising methods like banners or email distribution. Gaming sites may not be as effective for reaching these audiences, as they are not typically known for their interest in gaming.

Question 16

A number of local retailers have set up their websites inside a virtual mall.This type of site is developed for a user to

Accepted Answer

Setting up a website inside a virtual mall allows retailers to categorize their products and make it easier for users to find them based on product categories. The other options, such as streaming video and audio or viewing point-of-purchase advertising, may be features of the site, but the primary purpose is to facilitate product search and purchase.

Question 17

About 68 percent of American households take part in these forms of digital/interactive media on computers as well as on mobile devices, and the average user is 35 years old.What are they?

Accepted Answer

The statistic and average age mentioned align with the demographics and participation rates commonly associated with video games, which are widely played across various devices by a significant portion of the population.

Question 18

A soft drink advertiser decides to runs banner ads to direct preteens to its interactive home page.Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports, among others, because this tactic

Accepted Answer

Placing the banner ads on websites related to teen magazines, action gaming, and extreme sports targets specific market niches, allowing the advertiser to reach their intended audience more effectively.

Question 19

On its website, the Crayola company has managed to avoid the biggest failing of corporate sites.This is because it

Accepted Answer

The Crayola website has managed to avoid the biggest failing of corporate sites by taking advantage of the Web's interactive capabilities with added content and activities. This engages the visitors and makes the site more interesting and engaging to explore. Additionally, the other choices are also features of the website but do not specifically address the biggest failing of corporate sites.

Question 20

An Internet user goes to a large portal, types in a few key words, then receives a list of websites that may be of interest.Generally, the higher a site appears on the list, the more likely the user will visit that sight, so advertisers want to be affiliated with those sites that show up first.Which concept does this describe?

Accepted Answer

The concept being described is search engine optimization, which involves optimizing a website's content and structure to improve its ranking on search engine results pages. Advertisers seek to be affiliated with top-ranking sites to increase their visibility and traffic. Click fraud, ultrabroadband, and viral marketing are not related to this concept.

Quiz 14: Media Planning: Advertising and Ibp in Digitalinteractive Media